A trade or service mark is a distinctive sign which allows the addressed consumer circles to recognize the commercial origin of products or services. When the customer associates a brand with a specific quality expectation, it can be a decisive selling point. All marketing efforts of a company aim to increase its renown and reputation. The mere use of the mark does not confer any exclusive right, contrary to what was the case under former law. It is therefore necessary to have a mark registered in order to avoid its usurpation by third parties effectively.